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“Marketing Automation has allowed us to be very personal in terms of the message we send to our customers. Click through rates on some of our automated programs has tripled what we are used to seeing with traditional campaigns and our conversion rates are a lot higher.”

B2B Marketing Automation

Lead Management

Engage helps B2B marketers close the loop between marketing and sales and drive higher revenues through lead management features that encompass lead-information capture, scoring, routing and monitoring. A properly implemented lead-nurturing program prevents leads from being lost through “leaky sales funnels” and decreases customer acquisition costs. When marketing departments work in concert with sales to understand and focus on the importance of providing quality leads rather than merely a large quantity of leads, they enhance sales productivity and contribute measurable and attributable ROI for their marketing programs. By integrating marketing strategy with sales execution and deploying the right tools and techniques, marketers can ensure that sales and marketing share a common understanding of the lead-to-sales process, helping to build a more productive relationship.

Silverpop’s Engage Lead-Management features include:

Flexible Lead Scoring—By strategically scoring leads based on criteria such as Budget, Authority, Need and Timeline (BANT), and demographics like state, company size, or revenue—you can segment and define your ideal buyer. Easily create a lead scoring model to best match your unique criteria of prospects.

Easily Identifiable Lead Ranking—Apply labels to your lead scores and help your sales team identify which leads are highly qualified. Find out what demands your prospects’ attention by focusing only on highly qualified leads.

Automated Lead Routing—Enable your sales team to focus its time and energy on leads that are ready-to-buy your products and services. Automatically route marketing-qualified leads based on scores or ranks, and eliminate the lead-distribution bottleneck that occurs with manual processing.

Greater Visibility—Obtain complete transparency into the sales readiness of your prospects. With Silverpop’s On-Demand Reporting, be ready to make fully informed, strategic decisions. Know where to place emphasis, or make improvements in the lead-management process.

Lead Nurturing

Not all prospects are immediately ready to buy. But when they are ready, you want to make sure your brand is top of mind. By utilizing Silverpop's lead-nurturing capabilities, you can enable prospects to learn and interact at their own pace, while guiding engaged prospects successfully through your sales funnel—educating them about your product and company. Silverpop’s lead nurturing is backed by a world-class email automation system. At the end of the day, if your nurture emails aren’t getting to the inbox, your efforts are wasted.

Track and analyze results by tying sales directly back to lead-nurturing campaigns, which generates demand

Sales & Marketing Alignment

Sales and marketing alignment continues to be a focus for any marketer with a direct sales team. The need to give sales visibility into what's working as well as what prospects are doing has never been more important. Thanks to advanced digital-marketing tools like Web tracking and analytics, you now have easy-access to a bunch of behavioral data—right in our own marketing databases. Did your client or prospect watch a video? Download a PDF? Open an email? Visit a website? With Web tracking and analytics, easily track and respond to individual clients’ and prospects’ behaviors, and give sales direct visibility into those actions through CRM integration. See how you can better leverage behavioral data to establish and improve sales and marketing alignment.

With Silverpop, you can:

Incorporate Behaviors Into Your Scoring Model—Behaviors will improve the accuracy of your scoring model, resulting in high-quality leads. When you have behavioral facts embedded in your model, in addition to demographics and firmagraphics, sales will be more confident about the leads they receive from marketing. Utilize Silverpop and gain multiple scoring model capabilities.

Provide Behavioral Activities to Both Inside and Outside Sales Teams—Behavioral data ensures that your first contact with a client or prospect will be a positive one. By downloading Silverpop’s budgeting and planning workbook, customers can easily integrate behavioral data from us––with your CRM system—making the information the center of each lead record.

Use Behaviors to Enhance Nurturing Campaigns—Change the way you engage your customers and prospects. Based on the contact’s individual behavior, you can customize content and images of email or mobile messaging—taking the next step to nurturing your automation process. Utilizing Silverpop, you can easily leverage prospect behaviors to route and nurture programs geared towards igniting sales.

Silverpop, an IBM Company, is a cloud-based digital marketing provider that offers email marketing and lead management solutions. Silverpop Engage uses customer data and individual behaviors, collected from a variety of sources, to inform and drive personalized interactions in real time. By providing deep, behavior-based customer insights and an intuitive engagement engine, Silverpop reduces the complexity of omnichannel marketing and enables exceptional experiences for customers across the entire buyer journey. As part of IBM’s ExperienceOne integrated portfolio, Silverpop will help convert prospects into loyal customers through more relevant one-to-one interactions. Silverpop is trusted by more than 5,000 brands around the globe.

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Silverpop Demo:

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